8.2:
Communication Objectives
Marketing communication objectives refer to the strategic goals that guide promotional activities.
They set the stage for messaging strategies, content and media selection, and promotional milestones.
The objectives can be focused on sales, for example, growth in revenues, profits, or market shares.
Or it can be nonsales objectives, like increasing brand awareness and engagement or influencing consumer attitudes.
The objectives should be formulated using the SMART framework.
SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound.
Let's consider this objective: "Increase the sales of the new electric cars by six percent over last year's sales among the millennials in the coming year."
The objective is specific and measurable because it aims to boost sales by six percent among millennials.
The rising popularity of electric cars makes the sales goal achievable.
And the projected increase in sales is relevant for the company to gain a foothold in the market.
It is also time-bound as the objective has to be achieved within the next year.
A well-crafted marketing communication objective helps businesses monitor and measure their goals.
8.2 Communication Objectives
Communication objectives are crucial strategic goals in marketing, serving as the backbone for promotional activities.
Clear communication objectives help marketers ensure that each piece of communication serves a specific purpose, enhancing the overall impact and efficiency of their marketing efforts. Communication objectives should be SMART: specific, measurable, achievable, relevant, and time-bound.
They should align with marketing goals and support brand positioning, ensuring promotional activities are in line with the brand's identity and values.
Understanding the target audience's preferences, demographics, behavior patterns, and interests is crucial for effective communication and influence, as well as creating more targeted and effective communication objectives based on their customer journey.
These objectives play a crucial role in shaping the messaging strategy, dictating the content, media selection, and timing of advertising and other forms of communication.
Objectives can vary from increasing brand awareness to providing product information, creating a positive perception, or encouraging direct actions like making a purchase.
Communication objectives should be tailored to different stages of the customer journey, resulting in distinct messages and channels for potential and existing customers.
In essence, communication objectives guide marketing campaigns, resonating with the target audience and achieving desired results.